Music mogul and entrepreneur Dre London, alongside the Gonzalez family, launched a new premium tequila brand, Don Londrés. Don Londrés launched to market in January 2023 and has hired Keenan Towns as President of Global Spirits effective as of April 2023. 

Don Londrés currently offers a Blanco expression with Reposado to hit shelves in May 2023. Don Londrés is stocked everywhere from Live Nation festivals to celebrity hotspots and across the globe; anywhere London Music artists and affiliates perform. Partnering with RDNC Distribution, Don Londrés is poised for distribution in 37 U.S. states, also landing in Europe and Australia.

Towns joins the Don Londre´s team, bringing over 30 years of Marketing and Sales Experience in the alcohol industry, with a proven track record of building companies and successfully transforming marketing teams to deliver results.

Having extensive experience of growing premium and luxury brands through consumer, trade and omnichannel marketing, his expertise in strategic leadership, establishing long-range goals and best practices while deploying process standardization, will be an asset, the company said in a news release.  He will lead an executive team while leveraging data and technology to accelerate Don Londrés conversion and growth.

Prior to joining Don Londrés Premium Tequila Company, Towns co-founded Trusted Spirits and created Indigo Gin with Snoop Dogg. He also spent 9 years at Diageo North America and was responsible for managing Zacapa Rum, Deleon Tequila, Tanqueray Gin and Cîroc Vodka in the US market. Before his time at Diageo, Keenan spent 13 years owning various advertising and promotional agencies, that included clients both within and outside the beverage alcohol industry representing notable brands such as Coca Cola, T-Mobile, Hennessy, Moet, Absolut, Jamison, Avion and Martell.

As President, Towns’ responsibilities will include, but not limited to:

• Building company’s capabilities and infrastructure
• Assist in the hiring, training, developing, and evaluating staff to include monitoring and coaching
• Deliver significant growth and profits to the total business

“Mr. Towns is a well-respected leader in the spirits industry, with strong business acumen and proven track record for delivering results,” London said. “Having him understand my vision of building the Don Londrés empire, I am pleased to welcome such an industry expert to the team.  His leadership capabilities, expertise and long-standing relationships will catapult the brand to become one of the most sought after tequila companies to hit the market.”

The brand has received recognition and awards by the International Wine & Spirit Competition (Silver medal), San Diego International Wine & Spirit (Silver medal), Global Tequila & Mezcal Masters (Gold medal), Craft Distillers Spirits Competition (Gold Medal), PR%F Awards (Silver medal) and voted Best Tequila of 2022 by Sunset International Spirits Competition.

For more information, visit https://www.donlondres.com.